First, Compare the segmentation results in terms of Number of segments Differences among the segments Second, why adding "standardize data" gets the results so different? Please elaborate how this exercise helps you to understand the importance of "standardize the data". 2. Using a method of your choice (Hierarchical clustering or K-means), with standardization of the data, and descriptor data checked, and 'advanced' checked. Based on the report generated from the analysis, answer the following questions: a. Based on the case, which segment would you choose to target to? Please explain why that makes sense? b. How would you reach the segment that you chose to target to? Please explain what data and information help you to make this decision